HOT DRINKS

From Nescafe’s new coffee sachets – inspired by Kit Kat, to awardwinning hot chocolates, there are a lot of exciting innovations to enjoy this winter.

We checked in with the Foodstuffs team to see what’s trending in their stores—here’s what they had to say: “The hot beverages category is showing strong growth, driven by increased consumer demand for coffee and tea. Trends from the café scene are influencing home consumption, with more shoppers seeking coffee-shop-style experiences in their own kitchens. This has led to increased sales of premium products such as coffee beans and specialty mixes.

“Coffee beans are performing particularly well, offering consumers the quality and taste of a café experience at home. Flavoured instant coffee sachets are also gaining popularity, especially with new customers entering the category. Iced drinks are also quickly gaining popularity, particularly among Gen Z consumers. Cold brew, in particular, is standing out as a healthier alternative to traditional iced coffee and is easy for people to make at home.

“Consumers are also showing interest in trying new and exciting flavour combinations, with innovative ingredients helping to drive experimentation in the category. Sweet coffee drinks are enjoyed as indulgent treats, offering an extra occasion beyond the usual morning coffee routine.

“More broadly, people are increasingly turning to food and drink to support their wellbeing and manage the pressures of daily life. One example is the growing demand for decaf coffee, which reflects a rising awareness around sleep and overall health,” says the Foodstuffs team.

Dilmah driving category momentum

In June and July 2025, Dilmah will be activating an exciting on-pack promotion, “Win a Luxury Trip to Sri Lanka”, where 10 lucky New Zealanders will be able to see for themselves what sets Dilmah apart from other tea brands.

The promotion runs across five ‘hero’ Dilmah 100’s packs, which are already driving growth higher than category and set to continue the momentum with a comprehensive 360-degree marketing campaign to support the consumer activation.

Dilmah NZ Country Manager Nicole Campbell explains: “Dilmah continues being the clear No.1 brand in category, with the No.1 SKU in Black and Green segments. Dilmah can also boast No.1 brand in the popular Earl Grey flavour with 49.2% share and the fastest growing brand in both Earl Grey and English Breakfast, with +13.3% and +14.7% value growth respectively.

“The hero SKUs for ‘Win a Trip’ are driving value growth far exceeding the Tea category and this is only set to continue with the upcoming activation.”

Dilmah is differentiated from most other tea brands, bringing single-origin Ceylon tea, handpicked and packed at source. But this is only part of the story. Dilmah lives and breathes ‘Purpose’ through its commitment to ethical business, with 15% of pre-tax profits supporting the MJF Charitable Foundation and Dilmah Conservation, uplifting communities and protecting biodiversity. Plus, Dilmah are long term supporters of many NZ charities including Hospice and City Mission. It’s no wonder Kiwis have once again voted Dilmah as the ‘Most Trusted Tea Brand’ as part of the annual Readers Digest survey for 2025. #DoTryIt!

*Circana - NZ Grocery, Value Sales MAT to 20/4/2025